Argentinean soccer player Lionel (Leo) Messi will be featured in a new ad campaign by Head & Shoulders. Messi has competed for the FIFA World Cup three times. Messi will appear in a series of ads for Refresh for Men, on television and in print, that target Hispanic males.

“The fact that Leo is a fan of Head & Shoulders, and now our ambassador, gives us a tremendous opportunity to be able to create a personal connection with our Hispanic male consumers,” said Michael Saabia, brand manager.

Star atheletes that Head & Shoulders has partnered with in the past include Troy Polamalu from the Pittsburgh Steelers, Joe Mauer from the Minnesota Twins, and most recently, the most decorated Olympian, Michael Phelps.